Landmark Cinemas Grand 10 theatre in Kelowna is pictured in this image from Google Street View.
Image Credit: GOOGLE STREET VIEW
September 19, 2023 - 12:30 PM
Landmark Cinemas is introducing a new fee if you buy a movie ticket through its website.
As of Wednesday, Sept. 20, moviegoers will now be charged an additional $1.50 on each ticket they purchase online, while EXTRAS Movie Fan Members will be charged $1, according to a Landmark Cinemas media release. Landmark has dozens of movie theatres in western Canada and Ontario, with locations in Kelowna and West Kelowna.
The new fee will be applied to maximum of four tickets so the additional fees won't exceed $6 for general customers and $4 for Fan Members.
Only EXTRAS Movie Club and Movie Insider Members will be waived the additional fee. Although, to be a part of either of these groups customers will need to pay a fee of $20 a year to be an Insider or $9.99 a month to be in the Movie Club.
Most surprisingly, Landmark's decision comes after a similar strategy put competing company Cineplex in hot water.
READ MORE: Competition Bureau suing Cineplex for alleged junk fees for online tickets
In May 2023, The Competition Bureau sued Cineplex for allegedly advertising misleading ticket prices after the company introduced a mandatory online booking fee of $1.50 per ticket.
The Bureau contended that this fee was drip pricing, a misleading pricing strategy often referred to as a junk fee.
However, in a statement, Cineplex dismissed the claims as unfounded.
“We are disappointed by the statements made by the Competition Bureau today before the matter has been reviewed and decided upon by the Tribunal," it said. "Our online booking fee is not misleading and fully complies with the spirit and letter of the law."
It appears Landmark is following a similar philosophy to Cineplex. However, it is yet to release a statement explaining why the fees have been added.
Meanwhile, news of the new pricing strategy has left a sour taste in many customer's mouths.
Movie goers have taken to social media to share their complaints about Landmark’s new online booking fee with many threatening to boycott the cinema and head elsewhere.
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